Most businesses collect data. Very few use it to make better decisions. The difference is not the tool. It is the workflow.
The analytics loop
Analytics only creates value when it feeds a decision. Collect, organise, visualise, analyse, decide, act, and measure results. Break any link in that chain and the whole cycle stalls.
The most common break point is data that looks complete but is not trustworthy. When stakeholders do not trust the numbers, they stop asking for them. Decisions default to intuition.
What “decision-ready” data looks like
Conversions that match reality. GA4 revenue should be within 5% of your payment processor. If it is not, your data layer has a problem.
Channel attribution you can act on. Data-driven attribution shows you which channels are actually influencing purchases, not just whichever channel happened to be last in the journey.
Reports people actually open. The best dashboard is the one that gets checked every Monday. Build for the audience, not for completeness.
The fastest path to growth from data
Do not try to analyse everything. Pick one funnel, one channel, or one product flow and measure it obsessively. Find the biggest leak. Fix it. Move to the next. That focused loop, repeated quarterly, creates compounding improvements that show clearly in revenue.
Want to turn your analytics into a growth engine? Let’s build a plan together.